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A Step-by-Step Guide

to a Successful
Social Media Program
Everything you need to know about establishing
your strategy, policy and team.

MARKETING HOW-TO GUIDE


Contents at a Glance
INTRODUCTION 1
SECURING INTERNAL BUY-IN 2
Step 1: Understand What You’re Up Against—and State Your Case 2
DEVELOPING YOUR COMPANY’S SOCIAL MEDIA STRATEGY 8
Step 2: Research the Marketplace 8
Step 3: Decide Where to Concentrate Your Efforts 9
Step 4: Plot Your Objectives and Strategy 10
Step 5: Decide How To Measure Efforts 11
APPOINTING YOUR SOCIAL MEDIA TEAM 13
Step 6: Dedicate the Appropriate Resources 13
Step 7: Decide Who Should Represent the Organization 14
Step 8: Weigh Whether to Allow Employee Participation 15
Step 9: Set Parameters 16
DRAFTING YOUR SOCIAL MEDIA POLICY 17
Step 10: Create “Must Have” Company Policy Inclusions 17
Step 11: Create Add-ins and Supporting Policies 22
PREPARING YOUR ORGANIZATION 30
Step 12: Require Initial Training 30
Step 13: Provide Ongoing Guidance and Resources 34
MANAGING YOUR COMPANY’S SOCIAL MEDIA PROGRAM 35
Step 14: Monitor Progress and New Developments 35
MANAGING PUBLIC RELATIONS AND CRISIS SITUATIONS 36
Step 15: Establish Credibility 36
Step 16: Respond to Public Comments and Complaints 37
Step 17: Have a Plan for Handling a Crisis Situation 39
PUTTING IT ALL TOGETHER 40
Case Study: SAS’s Leap Into Social Media 40
IN CONCLUSION 44
YOU’RE UP! 45
ABOUT THE AUTHOR 46
ABOUT MARKETINGPROFS 46
COMPANY INDEX 47
RESOURCE INDEX 48
INTRODUCTION
Companies have caught on to the far-reaching, positive effects of social media on their business. But
before jumping into it, you should establish guidelines for who has access and how they are using it.

Social media presents itself as the latest and greatest tool available to marketers
and organizations. Why? It offers a revolutionary means for connecting with cus-
tomers, sales prospects, media, partners, co-workers and recruits; for managing
brand reputation and influencing public perceptions; for competing with the “big
guns” and establishing thought leadership; for augmenting traditional marketing
campaigns; and for search engine optimization.

Organizations should do some planning, however, before integrating social media


into their day-to-day routines.

This report will guide you through best practices for garnering buy-in, determin-
ing strategy, developing a corporate policy, educating your workforce, monitoring
your progress and results, and preparing for bumps along the way.

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Social media represents both opportunity and risk, with an emphasis on the latter among people
who either don’t understand it or prefer to hold out until it becomes mainstream. The following
steps will assist you in demonstrating to those naysayers that social media is, in fact, already
mainstream. Real opportunity exists, and the risks are manageable.

Step 1: Understand What You’re Up Against—and


State Your Case
Begin by bringing the company stakeholders together to get the conversation
started. This meeting should include people from senior management, market-
ing, public relations, IT, human resources and legal, as well as any social media
enthusiasts within the organization. Gather input, and understand the key
priorities and concerns of the entire organization.

You can foster approval by addressing concerns with factual evidence and
examples of how the company can mitigate risk. Remember to prepare for the
initial meeting, so that discernible issues can be addressed on the spot.

Concern #1: Budget Constraints

Especially now that budget cuts are prevalent, you may face glaring concerns
regarding spending. Social media itself is cheap—but don’t forget the supporting
costs involved in launching an effective corporate social media presence and
maintaining it. Costs include those:

• Resulting from the dedication of staff time and other company resources to
non-core competencies
• Related to initial and ongoing social media education and training
• Involved in promoting your social media presence and generating a following
(e.g., ads, contests, “cool” content, etc.)
• From using high levels of bandwidth (especially video).

Response: Social media is a very effective and low-cost vehicle for fulfilling such
business objectives as:

• Promoting products and services


• Networking and prospecting for sales leads
• Increasing website traffic
• Boosting natural search engine rankings
• Generating broader brand awareness
• Performing customer and market research
• Monitoring your competition

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SECURING INTERNAL BUY-IN

“As marketing budgets • Optimizing customer service


• Improving public relations and customer relationships
are being slashed, having
• Establishing the company as a thought leader
a roster of employees • Attracting new talent and performing initial background checks
who want to go out • Stimulating employee morale.
and communicate with
Research from HubSpot finds that companies that blog welcome an average
customers directly is of 55% more visitors to their sites than companies that don’t. And they may
really cost-effective.” generate 97% more external website links and 434% more indexed pages, both
—Bryan Rhoads, digital of which influence a company’s search rank.

strategist for Intel


Also, a recent global survey by McKinsey of about 1,700 corporate executives
finds that 69% of respondents claim measurable advantages from social media,
including a lower cost of doing business, better access to knowledge,
increased marketing effectiveness, insight for developing more innovative
products and services, and higher revenues.

Case in Point: Dell


Dell Outlet’s Twitter account has more than 1.3 million followers, but by
offering Twitter-exclusive deals, such as coupons and clearance events,
the company has earned much more than a huge online audience.

According to a post by staffer Stefanie Nelson on the Direct2Dell blog in


June 2009: “Since we started back in 2007, we’ve earned more than
$2 million in revenue at @DellOutlet, attributed directly to our Twitter
activity … We’ve surpassed $2 million in revenue in terms of Dell Outlet
sales, but we’re also seeing that it’s driving interest in new products as
well. We’re seeing people come from @DellOutlet on Twitter into the Dell.
com/outlet site, and then ultimately decide to purchase a new system
from elsewhere on Dell.com. If we factor those new system purchases
that come from @DellOutlet, we’ve actually eclipsed $3 million in
overall sales.”

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SECURING INTERNAL BUY-IN

Even with an Concern #2: Security Risks


organization-wide
A whopping 81% of respondents to a survey conducted by Russell Herder and
block on social media, Ethos Business Law in 2009 view social media as a corporate security risk,
employees will continue citing concern about viruses and malware (which can infiltrate the company’s IT
to have access to it system), and the potential for confidential company information to be leaked.

outside the office. For this Response: Both are valid concerns. You can, however, take steps to help protect
reason, we recommend your organization.
implementing a company
• Implement firewalls, and update antivirus software.
policy (at the very least)
• Enact a companywide social media policy that explains how the channel
to make employees aware can be used. (Learn more in the “Drafting Social Media Policy” section.)
of the risks that personal • Educate and train staff about appropriate online activity and how to avoid
interactions can have on such conflicts. (Read more in the “Preparing the Organization” chapter.)
• Implement approval processes for employee posts on social media sites.
company security. • Upload software that regulates employee social networking activity.
• Block all social networking site access on corporate servers.

Concern #3: Impact on Employee Productivity

Calculate the estimated amount of time employees will likely spend online with
social media multiplied by the average staff salary for an idea of the financial
waste that corporate management envisions when it considers permitting
employee access to social media.

Response:
This argument centers around the fiscal advantages the company stands to
gain by incorporating the use of social media into everyday tasks: a decreased
cost per lead, a reduction in marketing spend, and the reduced cost of market
research and customer service outreach, for example.

For those managers seeking assurance or more control, offer them a plan for
overseeing employee usage.

One solution is to restrict access (completely, or during business hours, when not
on break, etc.) for employees whose work does not directly benefit from using
social media. Also, businesses can implement Web-filtering to obstruct access to
certain sites or during specific time frames.

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SECURING INTERNAL BUY-IN

Employees can still gain access via their mobile phones, however. The true
solution again lies in corporate policy. Just as the organization has written
codes of conduct and other guidelines to advise on employee behavior, so does
a proper social media policy serve to both educate staff on what is appropriate
and provide grounds for the company to take corrective action against those who
fail to abide.

Concern #4: The Potential for Imperiling the Company’s Reputation

Although a recent study by Deloitte reported that 74% of employed Americans


understand how easily a brand’s reputation can be damaged via social media, it
also found that only one-third of those surveyed ever consider their employers,
coworkers or clients when posting material online. And that doesn’t even begin
to account for posts made by the general public who have no allegiance to your
brand and are voicing opinions about your product or service, or, in some cases,
may even be intent on sullying your image. The 340+ million unique monthly
visitors to Facebook and 44.5+ million unique monthly visitors to Twitter will
continue to share their opinions whether or not you like it, whether or not you
ignore it and whether or not you choose to participate in the conversations.

Response:
Just ignoring social media is not the right solution. Our advice is to get involved
so that you can directly address any less-than-positive reviews, publicly state
your case and continue to fortify the company’s reputation. Remember that
choosing not to participate in social media puts a company at risk of being
perceived as either not caring or behind the curve.

To support your argument, show your colleagues and decision makers:

What’s already being said about the company: Perform a search to find
exactly what and how much is being posted about your organization. (See
chapters “Developing the Company’s Social Media Policy” and “Monitoring
Progress and New Developments” of this report for specific tools you can
use for your search.) Then explain how the company can best manage and
react to those conversations. (Refer to the “Managing Public Relations and
Crisis Situations” chapter of this report for insight and tips on responding to
user comments.)

How your competitors are using social media: Perform a similar search on
your competitors and other companies in your industry to illustrate: a.) To
what degree they’re involved in social media, b.) What is being said about
them and how they are reacting, c.) How they’re being perceived by the

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SECURING INTERNAL BUY-IN

public due to this involvement and d.) How their businesses have been im-
pacted by social media, paying special attention to any increased revenues
or other business growth.

How the company’s involvement in social media can actually improve


its reputation: Research performed by Alterian in August 2009 found that
27% of marketing professionals surveyed believe that social media has had
the most impact on customer experience during the past year. Plus, 48% of
respondents believe it will have the most impact in the coming year. Many
companies are recognizing the unique advantages that social media offers
for interacting with customers (and the public in general) and boosting their
reputations. Benefits include:

• Direct one-on-one interactions, which pave the way for deeper


customer relationships
• A quicker, easier way for customers to receive customer service and
technical support assistance
• The ability to monitor and respond to negative opinions and crises
• Unfiltered customer opinions in real time and optimized company
communications or campaigns in response
• The ability to establish communities of loyalists who may keep
you informed (and maybe even rise to your defense) if disparaging
remarks are posted against your brand
• The potential to influence positive, viral word-of-mouth spread
about your brand, thanks to the peer-sharing attributes of social
media.

Case in Point: Ford Motor Corporation


As the U.S. automobile industry struggled to stay running in the troubled
economy that first emerged in 2008, Ford took advantage of the media
hype and leveraged social media to humanize the company, tell its story
and position itself as the American automotive company that will con-
tinue to thrive.

“People have always talked about our brands. Now we can capture it; we
can respond to it; we can show other people through this word of mouth
situation how people are thinking about Ford Motor Company,” said
company head of social media Scott Monty in his Blogwell presentation in
August 2009.

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SECURING INTERNAL BUY-IN

Case in Point: IBM


In 2008, IBM overtook Microsoft for the No. 2 position in Interbrand’s
Best Global Brand List, a ranking it continues to hold to this day. Vice
president of IBM software channels and social media evangelist Sandy
Carter noted that one of the reasons stated for the change in rank was
“the number of employees we had online blogging, which put a human
face on IBM and elevated us above Microsoft.”

When addressing each concern, justify your case by:

• Stating the facts: Perform a thorough SWOT (Strengths, Weaknesses,


Opportunities, Threats) analysis and highlight the opportunities while
explaining the precise steps to manage key concerns. Emphasize the impor-
tance of a company social media policy regardless of the intended level of
employee interaction with the medium on company time. And be sure to use
examples and terms that your audience both understands and can relate to.
For example, if your audience is not familiar with social media, such lingo
as “tweets” and “wall posts” will only confuse.

• Drawing on success stories: Use case studies, particularly from your


industry, to demonstrate how others, including the competition, are benefit-
ing through the use of social media. Better yet, test your theory on a small
scale to demonstrate the types of results that might be expected from your
own company’s involvement.

• Driving home the potential impact to the company’s bottom line: Explain
how social media success can be measured. (Find tips for this in the next
chapter “Developing the Company’s Social Media Strategy.”) Outline the
potential benefits—new revenues, cost savings, etc.—the company can
achieve by embracing these initiatives.

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DEVELOPING YOUR COMPANY’S SOCIAL MEDIA STRATEGY
Take time to determine your best foot forward in line with company objectives before jumping in.
You will need to do a little bit of research, but the result will be a focused campaign that best uses
your resources—and reaps rewards for your business.

Step 2: Research the Marketplace


Begin by figuring out where you should be participating and where the opportu-
nities are by answering the following:

Where do your existing and potential customers play?

“Listening tools” will give you a good idea of what’s being said about your
company online, where messages are posted and where users spend time.

• Google Alerts (http://www.google.com/alerts) emails you whenever a chosen


keyword (e.g., company or product name, CEO name, campaign tagline,
industry term, etc.) is mentioned in any form of online content.

• Google Blog Search (http://blogsearch.google.com/) scans the blogosphere


for any keyword or phrase you input.

• Twitter Search (http://search.twitter.com/) scans all Twitter posts for your


selected keyword or phrase.

• SiteVolume (http://www.sitevolume.com/) reports how often keywords or


phrases appear on Twitter, Digg, MySpace, YouTube and Flickr.

• SocialMention (http://www.socialmention.com/) enables you to search


keywords and phrases by specific channel category (blogs, images, news,
video, etc.), or as a whole, and to receive email alerts when a new mention
is posted.

• Socialcast (http://www.socialcast.com/) offers real-time analytics on micro-


blogging and other social activities and identifies individual users’ level of
activity. Unlike most tools, it also aims to quantify the value of “lurkers” who
aren’t visibly posting comments by how often they frequent a site.

Note what’s being said: whether it’s positive, negative or neutral; what people
are passing along to friends; and if there are any particular needs or customer
segments that aren’t served.

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DEVELOPING YOUR COMPANY’S SOCIAL MEDIA STRATEGY

Search for online Where are your competitors participating? How?

conversations about your


Analyze your competitors’ social media efforts and how they’re being perceived
competition—just as online.
you’ve done for your
own organization. Start by researching where your competitors are participating. This information
may be easily attainable just by visiting their company websites, where organi-
zations often promote their social media profiles.

Note the following about each network in which they have a presence:

• How they present themselves: What do their profiles look like? What types
of company information do they offer? What tone and wording do they use?

• Who their fans and followers are: Are these customers, employees, partners
or the general public? Are these the same users you are hoping to engage?

• How they interact with those users: How often do they post new content
and updates? Do they initiate conversations or hold contests to increase user
engagement? Do they integrate video or other interactive media to
add interest?

• How their users respond: How many comments or other interactions have
been posted and/or shared by their fans? What are the comments about? To
what extent is their fan base growing?

Also search for online conversations taking place about your competition—just
as you’ve done for your own organization. In addition to using the same tools
described above, try Competitious (http://www.competitious.com/), a free beta
tool that lets you track and organize news and data about other companies.

Step 3: Decide Where to Concentrate Your Efforts


At first, it may be cumbersome to approach and effectively participate on every
social media property. Initially, focus on a select number of sites, and ensure a
respectable presence. Then diversify as you are able or recognize the need.

The most frequented social media sites are, in order: Facebook, Twitter,
YouTube, LinkedIn, Wikipedia, Flickr and blogs. Facebook leads the way with
the most users and the most time spent on the site, according to Nielsen Online.

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DEVELOPING YOUR COMPANY’S SOCIAL MEDIA STRATEGY

But that’s not to say that those rankings are reflective of your customers’ or
potential customers’ usage. B2B companies might find more fitting connections
on business networking sites, such as LinkedIn. Global organizations will likely
find that niche sites take more precedence in certain parts of the world. Use
your customer-listening research to determine where to concentrate your efforts.

After you have pinpointed the best networks, spend time developing a working
understanding of each (e.g., what it’s about, its features and how users interact
within the space). Also check out how both social media and industry leaders
are interacting and engaging their customers within the space. This will provide
ideas and insight into best practices.

Furthermore, be sure to secure your brand’s username on each site and check
to make sure no one else is illegitimately representing your organization. A
simple search on Google or Namechk (http://Namechk.com/) will tell you if your
preferred username is available.

Step 4: Plot Your Objectives and Strategy


Next, determine your goals and planned approach. What are you looking to get
out of this investment today and in the future? What steps do you need to take
to make it happen? Consider how to:

• Expand brand or product awareness: How you will get your brand name out
there (advertising, promotion, integration with other media, blogger
outreach, and initiation of peer sharing and user-generated content
campaigns, etc.).

• Build community: How you will attract fans (awareness building, advertis-
ing, promoting, appealing to a specific target audience, etc.) and keep them
engaged (tailored content plans, tone, frequency and types of interactions,
special offers and activities, etc.).

• Qualify fans and convert them to customers: How you will solicit informa-
tion from users (surveys, contests, Facebook applications, conversation
starters, measured content views, data mining and analytics, etc.) and use
that insight to further the relationship (sales team involvement, product
sampling, boosting the one-to-one nature of the conversation, etc.).

• Improve customer satisfaction: How you plan to offer exceptional service


and support, and how you will go above and beyond their expectations.

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DEVELOPING YOUR COMPANY’S SOCIAL MEDIA STRATEGY

Be sure to translate
Step 5: Decide How To Measure Efforts
metrics into information
about the financial Finally, determine what you would consider to be a “win” for each outlined
objective—and how each will be quantified and connected to the bottom line.
impact on your business.
Definitions of a “win” may include:
This can take various
forms, depending on • Number of fans, followers, readers (or number of high-quality/targeted fans)
• Number of video or other content views
your specific goals and
• Volume of user comments posted to your blog, profile or posted content
internal key performance • Retweet or peer-sharing statistics for related content and posts
indicators. • Comment or retweet resonation (number of user comments multiplied by
how many followers or friends each user has)
• Engagement (duration of video views, time spent on your blog site, time
spent playing your branded game application, etc.)
• Media coverage
• Media impressions (mentions on blogs or other media multiplied by the size
of the audience)
• Advertising click-through rates
• Company website traffic statistics
• Quantity of new qualified leads or sales
• Volume of customer service issues handled.

You may need to establish how these “wins” will be tracked, whether through
the incorporation of unique URLs and discount codes, or through special track-
ing programs. For example, Google Analytics (http://www.google.com/analytics/)
tracks referrals from the company’s social media profiles. And twinfluence
(http://www.twinfluence.com/) and Twitalyzer (http://www.twitalyzer.com/
twitalyzer/index.asp) are Twitter-specific tools that measure how influential and
far-reaching the company’s Twitter presence is. Klout (http://klout.com/) tracks
the impact of your posted content and links, including which audiences are
exposed to the content and how they interact with it.

Be sure to translate metrics into information about the financial impact on your
business. This can take various forms, depending on your specific goals and
internal key performance indicators:

• Financial return on investment


• Amount of new revenue generated
• Cost per lead
• Amount of money, time or other resources saved

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DEVELOPING YOUR COMPANY’S SOCIAL MEDIA STRATEGY

These measurements will then allow you to compare the company’s social
media efforts to other media, campaigns and approaches to determine their
viability.

Case in Point: IBM Global Business Services


IBM partnered with MIT in an effort to better understand the value of
social media relationships by studying the social networking connections
of the 20,000 business consultants it acquired from PwC Consulting.
Among other findings, they concluded that the company averaged an
increase of $948 in annual revenue for each “address book” contact that
a company consultant actively connected with online.

For more insight into how companies are measuring return on social media
involvement, check out MarketingProfs’ Social Media ROI Success Stories
(http://www.marketingprofs.com/store/product/27/
social-media-roi-success-stories/?adref=smpgsmroi).

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APPOINTING YOUR SOCIAL MEDIA TEAM
Next, you’ll want to determine who within the organization will be involved and to what extent.
Personality, time limitations and a solid understanding of your organization are key factors in help-
ing you decide on the best person for the job.

Step 6: Dedicate the Appropriate Resources


Social media marketing may be low-cost, but it does require time. Even for a
company that does not actively participate, someone has to monitor what is be-
ing said about your organization and—assuming you don’t want to operate in a
bubble—your competition. For businesses wanting to get actively involved, there
is, of course, an even greater time commitment.

A company can go about this in different ways, depending on the size of the
organization, the extent to which it wants to participate in social media, the
resources it can afford and the provisos of stakeholders.

In smaller organizations or those preferring just to monitor, one person can be


dedicated to social media either full- or part-time. When there is a concern over
how much time is being diverted away from that dedicated person’s core
responsibilities, some companies choose to divide the responsibility among
several staff members.

Larger organizations and those companies preferring to get involved in multiple


social media activities often establish a social media department or committee.
This is typically made up of people from different disciplines throughout the
organization, including marketing, corporate communications, public relations,
brand management, IT, regional experts, and so on, to yield a “think tank”
environment and ensure accountability for all stakeholder interests.

User activity, however, varies by geography, so global organizations may opt to


dedicate resources in each region to assure an appropriate user experience for
each location. Be sure then to implement collaboration among the groups to
reinforce brand consistency.

The same might also be said for corporations that oversee multiple brands or
entities, and that want to create a unique presence for each. For example,
each branch of the U.S. Armed Forces has its own social media strategy and
presence, however, all activities require approval by a designated government
authority.

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APPOINTING YOUR SOCIAL MEDIA TEAM

Establish a succession Step 7: Decide Who Should Represent the Organization


plan to transfer social
Who will be the face and voice of your brand? This decision should be
media responsibility influenced by business objectives and can take many forms, such as:
if someone leaves—
especially if you plan • The CEO (or other high-level executive): Users can develop a stronger
connection with an organization when they feel they have a personal
only to employ one
association with its leader. The caveat: Personality is important in social
or two people. Career media, as is a more relaxed form of communication (i.e., foregoing the
plans may change, but corporate speak). Is the executive comfortable engaging in this way? Also,
especially in larger organizations, if you’re looking to supply value in the
the need to monitor and
form of product information or user support, the executive may not always
participate in social media be the most expert source. Prepare the appropriate contacts and protocol in
conversations will not. advance if this is the case.

• The marketing department: They know your brand; they know your
customer. The marketing department should, therefore, have a strong sense
of what will appeal to your online target market. The caveat: Make sure your
marketing team’s strategy does not strictly revolve around product promotion
and the broadcasting of company messaging. Social media participation is
about sharing and conversing in a two-way interaction.

• The company mascot: A fun personality that encapsulates the company


culture can open the door to plenty of creative opportunities. The caveat:
Novelties can wear off quickly. For the most part, social media users prefer
to interact with the real deal—someone they can identify and trust.

• The intern: The younger generation is generally more comfortable with


social media. Plus, social media takes time, and intern pay is low—so why
not marry the two? The caveat: Though candor and non-corporate speak do
reign within the social media realm, it’s important to also consider whether
a junior staff member can most effectively uphold and protect the brand’s
fragile reputation. If you choose to take this route, a pre-posting approval
process may be in order. Just make sure that doesn’t negatively impact the
timeliness of your posts.

• Separate identities for each distinct customer interest: If you have mul-
tiple brands or diverse customer segments, using separate identities to
serve each will likely be more effective and appealing to the target than a
single overarching presence. For example, Ford maintains separate Twitter
accounts for interacting with Ford Truck fans, Mustang enthusiasts and
customers interested in company news or the organization’s “green” initia-

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APPOINTING YOUR SOCIAL MEDIA TEAM

Online representation tives. The caveat: Caring for multiple properties requires more dedicated
resources.
shouldn’t just be
about maintaining a • Multiple individuals: Some companies prefer to allow all employees to
presence. Many business participate in order to expand their visibility and reach. Others choose to
advantages come through divvy up the responsibility among a few people so as to not completely
infringe on any one employee’s core duties. The caveat: Weigh all factors
passionate evangelism when deciding whether to allow employees as a whole to participate on
and the ability to company time. (We’ll cover those factors next.) In general, there is greater
humanize the company. potential for message inconsistency and disconnect in tone, duplication of
content, and resulting public confusion when multiple representatives and
Who can best achieve that
personalities are used. A comprehensive plan, policy and training course can
for your organization? help to overcome those challenges.

• Your customers: A number of brands have launched campaigns in which


they allow users to sample their products in exchange for sharing their
experiences via social media on the company’s behalf. Users will have more
confidence in the resulting conversations because they come from indepen-
dent sources. The caveat: You must be willing to surrender all control over
messaging to achieve authenticity and public acceptance.

Step 8: Weigh Whether to Allow Employee Participation


The true impact of social media access on employee productivity is still uncer-
tain. A report released by Nucleus Research in July 2009 indicates that produc-
tivity decreases an average of 1.5% within companies that allow full access to
Facebook on company time. But a study by the University of Melbourne noted
a 9% increase in productivity among people who use the Internet for personal
purposes at work. That impact likely varies from organization to organization,
depending on who is employed, how the channel is being used, and so on.

Still, quite a few companies opt to prohibit social media usage on company
time for many or all employees, for reasons of preserving productivity, security
and corporate image. A study commissioned by Robert Half Technology found
that to be the case among 54% of U.S. companies surveyed. Similarly, 40% of
companies surveyed by Russell Herder and Ethos Business Law report blocking
employee access to social media for any purpose.

But if you look at many of the most well-respected brands in social media
today—including Dell, Intel, IBM, Best Buy and Zappos—you’ll discover that
they tend to whole-heartedly embrace broad employee participation.

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APPOINTING YOUR SOCIAL MEDIA TEAM

Advantages they enjoy include:

• A broader visibility and reach


• Faster, cheaper communications with customers, prospects, partners,
suppliers and colleagues
• The ability to expand engagement and offer increased user value by enabling
multiple voices to share their versions of the company story
• An abundance of freshly posted content
• The capacity to provide customers with quick and easy direct access to
subject-matter experts to get needed information
• The ability for each area of the company to gain a stronger understanding
about the market segments they target and to grow those relationships
• The capacity to optimize the company’s presence on each network site by
using the talent within the organization (For example, people who enjoy
writing can blog; photography enthusiasts can post images to Flickr, etc.)
• Recruiting opportunities
• Enhanced ability to manage employee participation on social networks
• Broad organizational proficiency in what will likely someday become as
much an everyday task as answering the telephone.

Should you choose to permit employee participation, keep in mind your techni-
cal infrastructure and bandwidth capabilities. You’ll also need to consider how to
employ the resources to monitor activity and ensure some level of consistency in
brand presentation and user experience.

Step 9: Set Parameters


The decision of whether to allow employee access does not need to be strictly
all or nothing. Various limits can be established, either through policy or the
assistance of specially designed software. Perhaps you allow access for some
employees, to certain social sites, or only during certain hours of the day
(break times, etc.).

In each case, clearly communicate exactly what is allowed, any steps needed
to gain access (managerial approval, completion of a training course, signed
agreement, etc.), how to monitor activities, and what the repercussions will be
for those who fail to abide by the rules.

©2009 MarketingProfs LLC • All rights reserved. 16


DRAFTING YOUR SOCIAL MEDIA POLICY
Social media policy should apply to everyone in the organization, even if access is not granted to
everyone on company time. Even after hours, when people are identified as employees of your
company, they will be perceived as representatives of your organization. So give them a policy to
guide their online interactions.

Step 10: Create “Must Have” Company Policy Inclusions


First, your policy should aim to protect the company’s interests and safeguard it
from unnecessary lawsuits, slander and security breaches. Just as you gathered
together the company stakeholders initially to understand underlying concerns
around the company’s social media involvement, so again should you now bring
those people together to assure a comprehensive policy.

Guideline Excerpt from IBM


While IBM encourages all of its employees to join a global conversation,
it is important for IBMers who choose to do so to understand what is
recommended, expected and required when they discuss IBM-related
topics, whether at work or on their own time.

As outlined in the Business Conduct Guidelines, IBM fully respects the


legal rights of our employees in all countries in which we operate. In
general, what you do on your own time is your affair. However, activi-
ties in or outside of work that affect your IBM job performance, the
performance of others, or IBM’s business interests are a proper focus for
company policy.

Protect confidential and proprietary information.


All sites are vulnerable to hackers, so it is crucial to forbid the discussion of
confidential or proprietary information, even in private messages hosted by a
social networking platform. This includes comments or posts pertaining to:

• Non-public or unreleased financial, operational or business performance data


• Litigation and other legal matters
• Company strategies and forecasts
• Brand and trade secrets
• Proprietary research findings
• Product or campaign benchmarks
• Unreleased advertising
• Internal processes and methodologies
• Colleagues’ and clients’ personal information.

©2009 MarketingProfs LLC • All rights reserved. 17


DRAFTING YOUR SOCIAL MEDIA POLICY

Remind employees to ask permission or to consult a legal representative or


manager if there is any question of suitability.

Guideline Excerpt From Gartner


Protect confidential information.
Protect Gartner’s and our clients’ confidential information. Information
that we would not publicly disclose in our research due to confidential-
ity concerns should not be disclosed or discussed on the Web. Also,
because we are a public company, don’t disclose or discuss Gartner’s
revenues, future business plans or share price. If in doubt, gain
permission prior to posting on matters that might be private or internal
to Gartner. Respect copyright, fair use and financial disclosure laws.

Don’t “give away the farm.”


Avoid posting the kind of information and advice for which clients pay
Gartner. Gartner wants clients to pay us for information, and associates
want Gartner to get paid for information. Associates also may want to
Guideline
participate excerpt from Intel about IT, which means exchanging
in Web conversations
Be judicious. Make sure
information and opinion about your efforts to be transparent
IT. To ensure don’t violate
you aren’t divulging too
Intel’s information,
much privacy, confidentiality,
be thoughtful andabout
legalwhat
guidelines for external
information com-
you post and
mercial speech. Ask permission to publish or report on
how you respond to feedback. Ask yourself: “Is this the kind of informa- conversations
that that
tion are meant to benormally
our clients private orpayinternal
us for?”to IfIntel. All statements
the answer is “Yes”must
or even
be true and not misleading, and all claims must be
“Perhaps,” then confer with other Gartner colleagues before posting.substantiated and
approved. Product
Especially benchmarks
with IT subjects, focus must be approved
on opening for external
a dialog posting
around topics to
by the appropriate product benchmarking team. Please
enhance awareness of the topic, to gain constructive feedback from the never comment
on anything
broader related to and
IT community legaltomatters, litigation,oforGartner
build awareness any parties we are
activities in
and
litigation
research. with without the appropriate approval.

Guideline Excerpt From Sun Microsystems


Other People’s Information
It’s simple—other people’s information belongs to them (be it
intellectual property or personal Information). It’s their choice whether
to share their material with the world, not yours. So, before posting
someone else’s material, check with the owner for permission to do this.
If you’re unsure, Sun’s copyright experts or Sun’s privacy experts can
offer guidance.

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DRAFTING YOUR SOCIAL MEDIA POLICY

Avoid conflicts of interest.


It’s a good idea to prohibit employees from identifying, referencing, discussing
or citing business partners, clients or vendors—even in a positive light—without
those parties’ explicit permission, so you don’t risk damaging those relation-
ships. This can (and should) be extended to encompass photos featuring clients,
partners and vendors, or private casual conversations that take place on a blog
or social platform.

Guideline Excerpt From Eastman Kodak


Protect confidential information and relationships. Online postings and
conversations are not private. Realize that what you post will be around
for a long time, and could be shared by others. Given that,
• Avoid identifying and discussing others—including customers,
suppliers, your friends and co-workers—unless you have their
permission
• Obtain permission before posting pictures of others, or before post-
ing copyrighted information.

Guideline Excerpt From IBM


Protect IBM’s clients, business partners and suppliers.
Clients, partners or suppliers should not be cited or obviously referenced
without their approval. Externally, never identify a client, partner or
supplier by name without permission, and never discuss confidential
details of a client engagement. Internal social computing platforms
permit suppliers and business partners to participate, so be sensitive to
who will see your content. If a client hasn’t given explicit permission for
their name to be used, think carefully about the content you’re going to
publish on any internal social media and get the appropriate permission
where necessary.

It is acceptable to discuss general details about kinds of projects and to


use non-identifying pseudonyms for a client (e.g., Client 123) so long as
the information provided does not make it easy for someone to identify
the client or violate any non-disclosure or intellectual property agree-
ments that may be in place.

©2009 MarketingProfs LLC • All rights reserved. 19


DRAFTING YOUR SOCIAL MEDIA POLICY

Although relationships may not be on the line, comments about competitors


should also make the list so you can avoid stirring trouble or being sued for libel.

Guideline Excerpt From Intel


If you want to write about the competition, make sure you know what
you are talking about and that you have the appropriate permission.

Eschew copyright and trademark infringement.


Remind employees that copyright and fair use laws must be abided, that proper
credit should be given to all rightful owners, and that plagiarism, even as part of
a passing comment, is illegal. This should apply not only to copyrighted publica-
tions, but also to any logos, photos, videos or audio files shared.

Guideline Excerpt From IBM


Respect copyright and fair use laws.
For IBM’s protection and well as your own, it is critical that you show
proper respect for the laws governing copyright and fair use of copy-
righted material owned by others, including IBM’s own copyrights and
brands. You should never quote more than short excerpts of someone
else’s work. And it is good general blogging practice to link to others’
work. Keep in mind that laws will be different depending on where you
live and work.

Abstain from defamatory speech.


Emphasize “zero tolerance” for any posted interactions that contain obscenities,
personal insults, ethnic slurs and other language that might be perceived as
inflammatory, discriminatory, objectionable or alienating to any individuals or
groups. Similarly, religious and political statements should not be condoned.

Guideline Excerpt From LiveWorld


Be respectful.
We encourage you to express your opinions, but we ask that you don’t
resort to personal attacks, harassment, cultural insensitivity, or discrimi-
nation in the process.

©2009 MarketingProfs LLC • All rights reserved. 20


DRAFTING YOUR SOCIAL MEDIA POLICY

Guideline Excerpt From Plaxo


You may not post any material that is obscene, defamatory, profane,
libelous, threatening, harassing, abusive, hateful or embarrassing to
any other person or entity. This includes, but is not limited to, com-
ments regarding Plaxo, Plaxo employees, Plaxo’s partners and Plaxo’s
competitors.

Guideline Excerpt From The Washington Post


Post journalists must refrain from writing, tweeting or posting
anything—including photographs or video—that could be perceived as
reflecting political, racial, sexist, religious or other bias or favoritism
that could be used to tarnish our journalistic credibility. This same
caution should be used when joining, following or friending any person
or organization online.

Explain personal responsibility.


Also ensure that employees clearly understand that they are ultimately respon-
sible for anything and everything they post.

Guideline Excerpt From Intel


Your responsibility.
What you write is ultimately your responsibility. Participation in social
computing on behalf of Intel is not a right but an opportunity, so please
treat it seriously and with respect. If you want to participate on behalf of
Intel, take the Digital IQ training and contact the Social Media Center of
Excellence. Please know and follow the Intel Code of Conduct. Failure to
abide by these guidelines and the Intel Code of Conduct could put your
participation at risk. Contact social.media@intel.com for more informa-
tion. Please also follow the terms and conditions for any third-party sites.

©2009 MarketingProfs LLC • All rights reserved. 21


DRAFTING YOUR SOCIAL MEDIA POLICY

Guideline Excerpt From IBM


Use your best judgment.
Remember that there are always consequences to what you publish. If
you’re about to publish something that makes you even the slightest bit
uncomfortable, review the suggestions above and think about why that
is. If you’re still unsure, and it is related to IBM business, feel free to
discuss it with your manager. Ultimately, however, you have sole respon-
sibility for what you post to your blog or publish in any form of online
social media.

Step 11: Create Add-ins and Supporting Policies


In addition to advising what not to do, many companies also offer guidelines on
proper procedure for online representation, content and commenting.

Online Representation
How employees present themselves can be as important as what they say,
particularly if they are directly representing the organization. Let employees
know whether it is acceptable to maintain one account (or blog, etc.) for both
professional and business use, or if separate accounts should be established. For
business-related profiles and mixed-use accounts, also establish the following
guidelines:

• Appearances: For business-only accounts, direct users on how to present


themselves as members of the organization—for example, whether and how
to state their titles and business contact information. And for mixed-use and
personal accounts, let employees know whether it is permissible to disclose
such information, including whether they can give out their work email
addresses in personal posts.

Also provide guidance on acceptable and unacceptable usernames and


avatars (dress code, depictions, etc). Requiring the use of real names, as
opposed to nicknames, is fairly common. In the name of consistency, Dell
encourages (but doesn’t require) that its employees use their first names
coupled with “@dell” (e.g., Lionel@dell) as usernames. Other organizations
neither recommend nor require a specific format, but do request that lewd
or unmannerly monikers and icons not be employed.

©2009 MarketingProfs LLC • All rights reserved. 22


DRAFTING YOUR SOCIAL MEDIA POLICY

Guideline Excerpt From Microsoft


If you plan to tweet about any professional matters (such as about the
business of Microsoft or other companies, products or services in the
same business space as Microsoft), in addition to referencing your
alias@microsoft.com email address, whenever possible use the service’s
profile or contact information to assert that you are a Microsoft
employee and/or affiliated with a specific group/team at Microsoft.

Guideline Excerpt From Sun Microsystems


Whether in the actual or a virtual world, your interactions and discourse
should be respectful. For example, when you are in a virtual world as a
Sun representative, your avatar should dress and speak professionally.
We all appreciate actual respect.

• Joint participation accounts: When multiple internal users are contributing


to a single account (for example, if your customer service team takes turns
answering requests via Twitter, as is the case for Southwest Airlines), it can
help curb confusion by letting users know who’s currently managing the
account or posting which comments. Some companies begin or end each
post with the employee’s name or initials; others regularly change the profile
bio to reflect who’s “on duty.”

• Transparency: Beyond disclosing full name and title, urge users to be clear
about their roles and their understanding or involvement in the topic of
discussion.

©2009 MarketingProfs LLC • All rights reserved. 23


DRAFTING YOUR SOCIAL MEDIA POLICY

Guideline Excerpt From IBM


Be who you are.
Some bloggers work anonymously, using pseudonyms or false screen
names. IBM discourages that in blogs, wikis or other forms of online
participation that relate to IBM, our business or issues with which the
company is engaged. We believe in transparency and honesty. If you
are blogging about your work for IBM, we encourage you to use your
real name, be clear who you are, and identify that you work for IBM.
Nothing gains you more notice in the online social media environment
than honesty—or dishonesty. If you have a vested interest in something
you are discussing, be the first to point it out. But also be smart about
protecting yourself and your privacy. What you publish will be around for
a long time, so consider the content carefully and also be judicious in
disclosing personal details.

• Disclosures: Insist that employees indicate when they have a vested interest
in a subject they are blogging or commenting about, as shown in the IBM
example above. Furthermore, offer a common disclosure statement for em-
ployees to use whenever they post personal opinions and non-expert advice,
as shown in the Kodak example below.

Guideline Excerpt From Eastman Kodak


Even when you are talking as an individual, people may perceive you
to be talking on behalf of Kodak. If you blog or discuss photography,
printing or other topics related to a Kodak business, be upfront and
explain that you work for Kodak; however, if you aren’t an official
company spokesperson, add a disclaimer to the effect: “The opinions
and positions expressed are my own and don’t necessarily reflect those
of Eastman Kodak Company.”

Content Policy
Many organizations also cover what is expected—both by the company and
the online community—in terms of effective interaction and engagement.
Recommendations should provide guidance around tone and voice, effective
engagement methods, content posting frequency and how to handle user
comments and mistakes.

©2009 MarketingProfs LLC • All rights reserved. 24


DRAFTING YOUR SOCIAL MEDIA POLICY

• Acceptable content: Help employees understand what qualifies as appropri-


ate content. For example, are they allowed to offer technical assistance or
customer support? Is it acceptable to intermingle business-related posts with
personal interactions?

• Tone and voice: Social media is a casual interactive medium, so encour-


age users to write in the first person, speak informally, and showcase their
personalities in their posts.

Guideline Excerpt From Intel


Talk to your readers like you would talk to real people in professional
situations. In other words, avoid overly pedantic or “composed” lan-
guage. Don’t be afraid to bring in your own personality, and say what’s
on your mind.

Guideline Excerpt From Gartner


Web participation is about enjoying personal interactions, not delivering
corporate communications. Always identify yourself. Write in the first
person. If your Web participation (e.g., keeping up your blog) feels like
work, you’re probably doing too much of it, and it’s likely to interfere
with your work at Gartner. A big part of the Web experience is that it is
more playful than most other mediums. Your Web participation should
reflect this characteristic. The most successful blogs are those with an
informal and humorous style. It’s OK—some might say mandatory—to
poke fun in Web postings, but keep in mind that such humor should
always be appropriate and should stimulate discussion, not stifle it.

• Engagement strategy: Coach employees on the types of messaging to use


to build their communities and keep visitors engaged. Social media us-
ers seek some form of value—whether by improving knowledge, solving
problems, provoking thought, supporting the community or entertaining the
masses—in exchange for interacting with your brand. Keep in mind that
perceived value will vary in different parts of the world, so know your market
before you dictate. Brand-related messages should also be interesting or
entertaining and balanced with other posts of interest and contributions to
the conversations taking place. Further urge users to foster an environment
where customers and others are comfortable interacting and sharing their
thoughts, requests or grievances.

©2009 MarketingProfs LLC • All rights reserved. 25


DRAFTING YOUR SOCIAL MEDIA POLICY

Though automated
• Posting frequency: Outline appropriate activity levels and posting frequency
messaging programs for increasing brand engagement. For example, the British government,
exist, we advise foregoing advises its civil servants to produce between two and 10 tweets per day, at
those for true human least 30 minutes apart, in order to provide a continuous stream of content
without inundating their followers. Blogs and such sites as Facebook tend to
interaction—your fans require less frequent postings but still call for several posts weekly.
and followers will be able
to tell the difference.
Guideline Excerpt From Sun Microsystems
Be interesting, but be honest.
Writing is hard work. There’s no point doing it if people don’t read it.
Fortunately, if you’re writing about a product that a lot of people are
using, or are waiting for, and you know what you’re talking about, you’re
probably going to be interesting. And because of the magic of linking
and the Web, if you’re interesting, you’re going to be popular, at least
among the people who understand your specialty. Another way to be
interesting is to expose your personality; almost all of the successful
online voices write about themselves, about families or movies or books
or games; or they post pictures. People like to know what kind of a per-
son is writing what they’re reading. Once again, balance is called for; a
community site is a public place and you should avoid embarrassing the
company and community members. One of Sun’s core values is integrity,
so review and follow Sun’s Standards of Business Conduct in your online
community contributions.

Guideline Excerpt From Intel


Consider content that’s open-ended and invites response. Encourage
comments. You can also broaden the conversation by citing others who
are blogging about the same topic and allowing your content to be
shared or syndicated.

• Response to user comments: The beauty of social media is that the general
public can interact with brands and share their opinions under very casual—
and public—circumstances. It is best practice to respond to user comments,
when appropriate, to let users know they are being heard and to do so in
a timely fashion. Counsel users to respond with respect and diplomacy.
Because differences of opinion are bound to come up, employees should
take the high road and protect the company’s reputation by not inflaming
the conflict.

©2009 MarketingProfs LLC • All rights reserved. 26


DRAFTING YOUR SOCIAL MEDIA POLICY

Guideline Excerpt From Eastman Kodak


Keep your cool. One of the aims of social media is to create dialogue,
and people won’t always agree on an issue. When confronted with a dif-
ference of opinion, stay cool. Express your points in a clear, logical way.
Don’t pick fights, and correct mistakes when needed. Sometimes, it’s
best to ignore a comment and not give it credibility by acknowledging it
with a response.

• How to handle mistakes: Instruct employees on the actions to take when


they make a mistake or post inappropriate material. Directions should in-
clude making the correction as soon as possible, being up front with others
about the mistake, and never altering a previous post without divulging that
the change was made.

Guidelines Excerpt From Intel


Did you screw up?
If you make a mistake, admit it. Be upfront, and be quick with your cor-
rection. If you’re posting to a blog, you may choose to modify an earlier
post—just make it clear that you have done so.

Comments Policy
Many companies also protect themselves from public crudity on their blogs and
social networking profiles by posting a comments policy designed for readers
(rather than employees) that outlines how they will handle public commentary.

Some companies choose to moderate all comments before they are posted. This
can be confusing to users who do not see their comments immediately posted,
so it’s important to assure as short a delay as possible. Other companies allow
comments to immediately show and then moderate them after the fact.

In general, display all posts, good or bad, unless they contain expletives, are
offensive to users in any way, or are completely out of context (e.g., messages
posted by spammers, and so on).

©2009 MarketingProfs LLC • All rights reserved. 27


DRAFTING YOUR SOCIAL MEDIA POLICY

Example From Intel


Intel strives for a balanced online dialogue. When we do moderate
content, we moderate using three guiding principles.

The Good, the Bad, but not the Ugly. If the content is positive or nega-
tive and in context to the conversation, then we approve the content,
regardless of whether it’s favorable or unfavorable to Intel. However if
the content is ugly, offensive, denigrating and completely out of context,
then we reject the content.

Example From Fairfax County, Virginia (government)

Facebook Comments Policy


We welcome you and your comments to Fairfax County’s Facebook Page.

The purpose of this site is to present matters of public interest in Fairfax


County, including its many residents, businesses and visitors. We
encourage you to submit your questions, comments, and concerns, but
please note this is a moderated online discussion site and not a
public forum.

Once posted, the County reserves the right to delete submissions that
contain vulgar language, personal attacks of any kind, or offensive
comments that target or disparage any ethnic, racial, or religious group.
Further, the County also reserves the right to delete comments that
are: (i) spam or include links to other sites; (ii) clearly off topic; (iii)
advocate illegal activity; (iv) promote particular services, products, or
political organizations; or (v) infringe on copyrights or trademarks.

Please note that the comments expressed on this site do not reflect the
opinions and position of the Fairfax County government or its officers
and employees. If you have any questions concerning the operation
of this online moderated discussion site, please contact the Office of
Public Affairs at publicaffairs@fairfaxcounty.gov.

©2009 MarketingProfs LLC • All rights reserved. 28


DRAFTING YOUR SOCIAL MEDIA POLICY

Example From Cisco


Cisco reserves the right to remove any posted comment on Cisco Blog
site(s) that is not appropriate for the topic discussed or uses inappropri-
ate language. Cisco also reserves the right to post particular communi-
cations on a Cisco Blog.

©2009 MarketingProfs LLC • All rights reserved. 29


PREPARING YOUR ORGANIZATION
Even for companies that do take the time to document all the rules, staff education and training is
key to a successful social media program. This is especially true in a day and age when time is in
short supply and reading every word of a new company policy isn’t typically a priority.

For organizations such as Intel, which requires completion of a 30-minute


course before employees can actively participate online (others such as Dell
use online-based curriculum), training has become a governing mechanism that
helps to curb risk and potential problems. It further works to boost employee
participation by offering guidance to those who would like to get involved but
aren’t sure how or where to start.

For example, retailer Zappos keeps it short and to the point: “Be real and use
your best judgment”—demonstrating enormous trust in its people. But Zappos
can afford to do this because it covers all the “do’s and don’ts” and “things to
look out for” in its intensive new employee orientation.

Step 12: Require Initial Training


Training should be mandatory for every employee who wishes to engage in
social media, including all levels of management. It should aim to offer both a
solid understanding of social media and actionable know-how for appropriately
participating. Curriculum should include:

• A social media primer:


o Introduce the various social media sites and tools, explain their
nuances, and clarify their terms of service.
o Explain why social media is important and useful for
the organization.

• Company rules and guidelines:


o Cover each stanza of your written policy with an emphasis on
what is allowed, and answer any questions.
o Address companywide expectations and participation criteria.
o Iterate who is authorized to speak on the company’s behalf.
o Outline responsibilities and ownership rights.
o Encourage common sense and good decision-making based on
the company’s values and code of conduct.
o Explain how staff activity will be monitored.
o Expound the consequences for violating policy, including the
possibility of termination and/or involvement in a civil lawsuit.

©2009 MarketingProfs LLC • All rights reserved. 30


PREPARING YOUR ORGANIZATION

• Legal considerations:
o Explain the risks and ramifications of posting information,
recommendations and opinion online.
o Identify common topics of concern.
o Urge the use of disclaimers—but also explain their limitations
in terms of legal protection.
o Emphasize the fact that online users include clients, potential
customers, competitors, colleagues and past employees.
o Confirm who to go to for message approvals or legal assistance.

• Risk-avoidance techniques:
o Explain the security issues that can arise from online activity.
o Spell out how to avoid these issues (guarding personal informa-
tion, changing account passwords, never clicking on suspicious
links, etc.).
o Describe the protocol if a problem occurs.

©2009 MarketingProfs LLC • All rights reserved. 31


PREPARING YOUR ORGANIZATION

Example from Eastman Kodak


Protecting your, and Kodak’s, privacy and resources.

Be careful with personal information. This may seem odd, since many
sites are created to help promote sharing of personal information. Still,
astute criminals can piece together information you provide on different
sites and then use it to impersonate you or someone you know—or even
reset your passwords. Similarly, “tweeting” real-time about your travels
may confirm you aren’t at home—letting someone target your house. So,
be careful when sharing information about yourself or others.

Don’t be fooled. If you do post personal information on a site like


Facebook or Twitter, criminals can use it to send you emails that appear
to come from a friend or other trusted source—even the site itself. This
is called “phishing.” The lesson is: Don’t click links or attachments
unless you trust the source. For example, be wary of emails that say
there is a problem with your account, then ask you to click on a link and
input your username and password. The link may connect to a site that
looks exactly like Facebook, Twitter, your bank’s website, but is really a
fake site used to get even more personal information. This ploy can also
be used to infect your computer with a virus or keystroke logger.

Disable dangerous privileges. If a site allows others to embed code—like


HTML postings, links, and file attachments—on your page or account,
criminals can use them install malicious software on your computer.
If possible, disable the ability of others to post HTML comments on
your home page.

Heed security warnings and pop-ups. There’s a reason your security


software provides warnings like:
—“A process is attempting to invoke xyz.exe. Do you wish to allow this?”
—“The process ‘IEXPLORE.EXE’ is attempting to modify a document ‘X.’
Do you wish to allow this?”

Never allow or say “yes” to such actions, unless you know they are safe.

©2009 MarketingProfs LLC • All rights reserved. 32


PREPARING YOUR ORGANIZATION

• Engagement techniques:
o Explain proper procedure for interaction and community
involvement on the various sites.
o Clarify what is appropriate representation for the company and
which types of commentary are permissible.
o Offer tips for increasing engagement with customers and
other users.
o Explain the importance of balancing personal and professional
posts (if personal commentary is permitted).

• Rundown of resources:
o Acquaint staff on how to access the company policy, as well as
any other information and resources available either in-house
or online.
o Identify the internal experts and explain where to go or who to
contact for additional assistance.

After completion of training, have employees sign an agreement or code of


conduct that outlines the expectations and provisos to their involvement in
social media.

Example From Hill and Knowlton

Collective Conversation Code of Conduct

 I will not criticize clients or colleagues.


 I will disagree with others’ opinions respectfully.
 I will not do anything that breaches my terms of employment.
 I will acknowledge and correct any mistakes promptly.
 I will preserve the original post, using formatting to show updates
where appropriate.
 I will only delete comments that I deem to be spam, offensive to me or
my readers or unrelated to the topic of my post.
 I will disclose conflicts of interest where I am able.
 I will not knowingly post inaccurate information.
 I will link to online references and original source materials directly.

©2009 MarketingProfs LLC • All rights reserved. 33


PREPARING YOUR ORGANIZATION

Step 13: Provide Ongoing Guidance and Resources


Implement continuing resources that reinforce the initial training. Keep staff up
to date on emerging social media properties, issues and considerations. Help
them continue to participate and engage, and provide outlets for questions and
concerns. Examples of ongoing guidance and resources include:

• Offering “advanced” education courses and materials


• Identifying who to go to for various questions and concerns
• Establishing an internal community of social media practitioners who can
share best practices and learn from each other
• Developing guidebooks that include best practices, research sources, sample
posts and acceptable responses to common customer inquiries
• Circulating daily content messages for staff to post
• Including social media updates in internal company communications.

©2009 MarketingProfs LLC • All rights reserved. 34


MANAGING YOUR COMPANY’S SOCIAL MEDIA PROGRAM
Once you have your social media program up and running, your organization will still need to stay
on top of conversations about your company.

Step 14: Monitor Progress and New Developments


Managing the company program after launch requires daily monitoring to:

• Assure staff compliance with policy and rules


• Ensure consistent brand messaging across all platforms and internal users
• Track what’s being said about the brand/company and monitor public
perception
• Identify key online influencers
• Pinpoint opportunities and gaps
• Keep tabs on industry and competitor efforts
• Gain insight on best practices and emerging trends
• Identify new and emerging channels.

In addition to those previously described (Google Alerts, Google Blog Search,


Twitter Search, SocialMention, Socialcast, Google Analytics, Klout, etc.), con-
sider these helpful tools:

• BlogPulse (http://www.blogpulse.com)—for automated analysis and report-


ing on blog activity
• Technorati (http://technorati.com)—a blog-focused search engine
• Addict-o-matic (http://addictomatic.com)—customizable keyword tracking
interface
• TwitterFriends (http://www.twitter-friends.com)—for understanding your
followship on Twitter
• Complaints Board (http://www.complaintsboard.com)—directory of user-
submitted complaints against brands
• Collective Intellect (http://www.collectiveintellect.com)—real-time consumer
conversation analysis
• Radian6 (http://www.radian6.com)—comprehensive listening, analysis and
reporting platform
• Various marketing and news publications.

©2009 MarketingProfs LLC • All rights reserved. 35


MANAGING PUBLIC RELATIONS AND CRISIS SITUATIONS
Effectively preserving your brand’s online reputation is another continuous undertaking that in-
volves establishing credibility ahead of time, rapidly and diplomatically responding to customer
issues and complaints, and paving the way for efficient crisis control.

Step 15: Establish Credibility


How you conduct your business and brand generally will have the greatest
impact on credibility and reputation building. However, you can do a few things
every day to help influence the spread of public perception online.

• Inundate the Web with good news. Aim to put as much positive content
out there as possible so that it paints a pretty picture but also works to
overpower any negative comments or complaints. Strive to develop content
that users will find interesting, useful and worthy of sharing. Also be sure to
incorporate share features—such as buttons to automatically post to Twitter,
Facebook, Digg or other similar sites—to encourage viral spread.

• Tap the blogosphere. Favorable third-party opinions will also help to


establish public confidence and generate additional reassuring content to
counteract anything negative posted about the brand. Reach out to trusted
industry and niche blogs with brand-boosting stories that will benefit
their readerships. Or encourage product reviews by offering free trials and
samples. Also comment on industry-related posts with responses that
demonstrate thought leadership.

• Leverage fan loyalties. If you’ve set the stage properly through successful
relationship building (both online and offline), devoted customers and fans
will rise to your defense when someone posts something they feel is unfair
or uncharacteristic of the brand. But why simply wait for damage control?
Channel that allegiance into positive everyday brand promotions—often all
you need to do is ask. Ask customers to post product reviews or publicly
rate your services: Ask fans to post their favorite brand experiences. And ask
visitors to spread the word by sharing their own posted comments and any
content that you post and they find valuable.

• Remaining transparent and honest. Regrettable actions have a way of


publicly coming to light in the social media world, so it’s important to
foster trust by being upfront about any problems or mistakes. Demonstrate
leadership by explaining how the company is both rectifying the issue and
ensuring it doesn’t happen again.

©2009 MarketingProfs LLC • All rights reserved. 36


MANAGING PUBLIC RELATIONS AND CRISIS SITUATIONS

If the comment is posted Step 16: Respond to Public Comments and Complaints
to your blog or Facebook
Social media is transferring control of brand messaging to the people, as users
wall, do not delete now have a public arena in which to post their opinions, vent their frustrations
it—unless it contains and share their complaints. Go about it the wrong way, and you’ll likely end
profanity, slurs or similar up like one airline company that now has mass users rallying against it. But
handle social media correctly, and you can turn an unfortunate incident into a
elements that disturb
relationship-building machine.
readers in general.
Here are a few tips on how best to manage the situation:

• Kindly reach out to the user in an effort to acknowledge their pain, gain
a better understanding of the situation and effectively qualm the issue by
offering solutions.

• Avoid inflaming the situation, snapping back with a disparaging remark, or


engaging in a battle of opinions.

• If the issue in question is the result of a mistake or oversight on the part of your
organization, demonstrate leadership by thanking the user for bring the matter to
your attention and emphasizing the steps you are taking to correct it.

• If the comment is unjustified or inaccurate, politely comment back with the


facts of the situation and a virtual “olive branch” for making amends.

• If the comment is completely outlandish and obviously not intended as


either constructive feedback or a request for resolution, let it go. Sometimes
the best response is no response.

If the comment is posted to your blog or Facebook wall, do not delete it—unless
it contains profanity, slurs or similar elements that disturb readers in general.
Deleting the comment will be perceived as a “big brother” attempt to control or
hide the truth.

©2009 MarketingProfs LLC • All rights reserved. 37


MANAGING PUBLIC RELATIONS AND CRISIS SITUATIONS

Example of an Appropriate Response From Embarq

User post:
“Our phones are down today, thanks to Embarq! I just upgraded my
internet connection to 5Mbps (YAHOOO!!!!), But in doing so, Embarq
screwed up something and now my phone lines are dead!!! I am STILL
HERE!!!! If you try to call the shop and get a disconnected message,
Please just PM me and I’ll call you right back. Thank you all for your
understanding. It’s going to be a looong friggin day!!!”

Embarq representative response:


“Hello Mr. Edmonston,
This is a message from Lamont with Embarq Customer Support. I would
first like to apologize for the frustration the service issue may have
caused you. We see that you have an issue with the Embarq phone
service and we are here to help. We would like the opportunity to assist
you in resolving this issue you are having. Please let me know if the
issue has been resolved or if you need additional assistance. Please
provide your phone number in a private message or PM and we will
research and resolve your issue. Thank you for giving us the opportunity
to help you.”

Comment from another user:


“Wow Mike you have got some pull!! Post a message on a board and the
vendor contacts you....”

User response:
“Wowzers Batman! that’s a first. I do have to say that they were right
on top of things and got it resolved within a few hours. Their customer
service is almost as good and efficient as mine!”

Embarq representative follow-up:


“Hello Mr. Edmonston,
I wanted to touch base with you again to make sure everything was
working properly with your Embarq service associated with your
Technical Scuba Training Ctr. business phone number. We are continu-
ally reviewing our services to make improvements. We appreciate you
as a valued customer. Please let me know if you have any additional
issues.”

©2009 MarketingProfs LLC • All rights reserved. 38


MANAGING PUBLIC RELATIONS AND CRISIS SITUATIONS

Step 17: Have a Plan for Handling a Crisis Situation

What happens when the problem at hand involves or evolves into more than a
posted complaint? While there is no universal protocol for all companies or all
crisis situations, you can lay out a plan to navigate through a crisis:

• Designate the point person(s) who will serve as the voice of the
organization.
• Empower your people to make timely decisions and act quickly.
• Aim to get the facts straight so you can appropriately respond and tell your
side of the story.
• Publicly acknowledge that you are aware of the issue and are working to
resolve it.
• To avoid generating more widespread public awareness of the problem, limit
your communications to only those sites and forums where it is already
being discussed.
• Be forthright, transparent and human—people are willing to accept and
forgive those things to which they understand and can relate.

Additional MarketingProfs Resources

For insight into how other companies have managed social media-fueled
dilemmas, refer to the following case studies:

Case Study: How Domino’s Managed a Viral Video Nightmare


(http://www.marketingprofs.com/casestudy/157/?adref=smpgcs)

Case Study: How Twitter Helped Save Ford From a PR Disaster


(http://www.marketingprofs.com/casestudy/125/?adref=smpgcs)

©2009 MarketingProfs LLC • All rights reserved. 39


PUTTING IT ALL TOGETHER
You’ve read this guide and studied the steps. But will these tips and resources work when applied?
Of course. Just ask SAS, a business-analytics software provider, which used these steps to guide
them along their journey into the social media world.

Case Study: SAS’s Leap Into Social Media


When Cary, NC-based business analytics software provider SAS decided it was
time to get into the social media scene, there was little question that a few
things needed to be worked out ahead of time.

No doubt, there was a desire to start engaging the “right way” and assure a
positive company appearance. But of the utmost concern was the need to
protect its clients’ privacy, to uphold the nondisclosure agreements it maintains
with those organizations, and to ensure nothing got in the way of the relation-
ships it had spent decades building.

Although the company’s 11,000 global employees were aware of these


stipulations, in general, the company felt it was significant enough a concern
to warrant an explicit policy detailing how to handle both company and client
information online.

“Social media makes it very easy to share something quickly and broadly without
thinking through implications,” explains David B. Thomas, social media manager
for SAS. “Having guidelines as part of a policy allows us to get that upfront.”

The Process:

SAS took the following steps to develop a comprehensive policy and integrate
social media into its business approach:

1. Establishing an internal council.


As a large company, there were many internal groups that needed to feel com-
fortable about how SAS went about engaging in social media. So the first step
was to form a Marketing 2.0 Council, which included folks from legal, market-
ing, public relations, information services, computer security, online strategy,
internal communications, external communications, education, research and
development, human resources, and other areas of the organization.

“Our first best practice was getting everyone together in one room,” says Thomas.
“This way you can get evidence from the evangelicals, and the evangelicals can
see why there are valid reasons to not just forge ahead without planning.”

©2009 MarketingProfs LLC • All rights reserved. 40


PUTTING IT ALL TOGETHER

One decision was 2. Deciding how the company would approach social media.
One of the first council meetings was dedicated to narrowing down where the
to create two new
company’s social media opportunities resided—and blogs, social networks,
positions—a Social YouTube, podcasts and Wikipedia came out on top. Content syndication was
Media Manager and also added to the list since useful content would be essential to the success of
an Integrated Content the other efforts.

Manager—to guide Task forces lead by council members were then assigned to each type of oppor-
implementation and tunity to research how those properties were being used by leading companies
oversee company and competitors and to make recommendations around how SAS should react
and participate.
participation once
enacted. After several weeks, the full council convened again to discuss findings and
strategy, to agree on priorities and to propose a timetable.

One decision was to create two new positions—a Social Media Manager and an
Integrated Content Manager—to guide implementation and oversee company
participation once enacted.

3. Instituting a social media policy.


The council worked together to develop a company policy and guidelines,
which spoke directly to customer confidentiality among other key issues. It also
explained why employee participation is good for SAS and offered best practices
for being actively involved. These included:

• Listening to and understanding the community and its standards before


participating, and never violating those standards
• Communicating with a casual, personal tone
• Never barging into a community you’ve never been active in before and
immediately trying to sell company products
• Commenting on someone’s blog only if you have something useful to share
and the community seems receptive to that type of interaction.

The resulting Word document ran several pages long, according to Thomas.

Before its release, all company managers were made aware of the policy with a
PowerPoint presentation and video explaining both the specifics and the goals of
the new guidelines, as well as the expectations they would be held to as manag-
ers. Having always trusted its employees to act as responsible adults, managers
were not expected to monitor their staff’s social media traffic, per se. They were,
however, asked to maintain an open dialog with employees about how much

©2009 MarketingProfs LLC • All rights reserved. 41


PUTTING IT ALL TOGETHER

time was being spent online and how that activity pertained to the employee’s
specific duties.

Next, the policy was posted on an internal community site so that it was easily
accessible to all employees in all regions. An announcement was made to
everyone in the organization via the company intranet and various internal blogs.
Thomas visited the different regions to introduce and discuss the guidelines with
employees in person. He also presented it at the company’s annual Web strategy
meeting and communications summit. “We used every channel we knew of to
get the message across,” he says.

The Results:

Initially, there were quite a few managers who were skeptical about allow-
ing everyone in the company’s ranks to get involved in social media—a fairly
common reaction. But now, with the establishment of a social media policy, and
the inclusion of those skeptics in that process, the objections have essentially
ceased all the way up the chain, Thomas says.

The company now hosts well over a dozen external blogs, and a variety of other
social media initiatives are being pursued by different areas of the organization.

“We’ve gone from zero to 30 in about a year,” says Thomas, “and we’re very
optimistic and very pleased, so far.”

The Lessons Learned:

The SAS organization learned a few valuable lessons during this process, including:

It isn’t too late.


When the company first started discussing social media, the common assump-
tion was that they were already six months to a year behind other organizations.
Instead, they were surprised to find out that while others had ventured before
them, they were able to quickly catch up once they got involved.

Create a comfort zone.


Forging into a new frontier, you’re likely to face some internal resistance. For
SAS, companywide involvement and a detailed policy document were key.

“I had to convince people that I wasn’t going to be advocating doing anything in


social media that would violate existing online conduct guidelines and HR poli-
cies. Having that written down gives people a degree of comfort,” Thomas says.

©2009 MarketingProfs LLC • All rights reserved. 42


PUTTING IT ALL TOGETHER

He suggests: “[Have] HR and legal in the room from the start.” Also, “[Resist]
the urge to get into an adversarial relationship with them.” He adds, “It’s not
such a bad thing to be told to slow down and consider all factors.”

Make it easy for people to understand.


From convincing the decision makers to embrace the social media movement
to motivating the younger crowd to join the company effort, Thomas says it’s
essential to put it in terms people can relate to.

“If you’re trying to show people why this is valuable, you have to make it real
for them,” Thomas says, “you have to step back and understand the mindset of
someone looking at this from the outside.”

In drafting policy, too, he says it helps to keep it real, with a human tone and
real-world examples that put it in perspective and make it easy to grasp.

Incorporating a high-level summary at the beginning of the policy document and


creating supplementary materials that center on specific activities are other ways
Thomas has made sure the important points get across.

“It’s important to have a summary to share, to give people the flavor in case
they don’t dive into details,” he says. “We also put it out there in chunks so
that they can find what they need at the moment [they need it] to meet their
objectives.”

Begin as you’re able, then evolve.


SAS was smart to focus its effort initially and ensure it had the right strategy, ap-
proach and tools in place before it expanded into other social media initiatives.

Particularly for some of its foreign regions where resources do not permit more
than one or two people to lead its efforts in those geographies, Thomas em-
phasizes the importance of starting small and doing well, ensuring interesting
content and a value-added experience for those users, before moving on to the
“cool new shiny stuff.”

He also notes that the company’s policy and strategy are not set in stone. They
have been tailored to the company’s current needs, but they will be adjusted as
those needs progress and as social media itself advances.

©2009 MarketingProfs LLC • All rights reserved. 43


IN CONCLUSION
Creating your own social media program requires some work and time, but anything invested will
make for a successful program later.

Having spent time reading this guide, you are equipped with the resources to
overcome any resistance from your company, a method for appointing your so-
cial media team, tips for creating your own social media policy, and even ideas
and resources for managing your social media program—and any crisis that may
come up. So now that you have all the pieces together, you can set up your own
social media policy.

Be sure to keep this guide on hand as your reference for answering objectives
and revisiting any steps in your social media program that might need updating.

©2009 MarketingProfs LLC • All rights reserved. 44


YOU’RE UP!

Congratulations! You now have a proper understanding of how to develop and


implement a successful social media program. Following the framework in this
guide takes time, but it will help ensure that your program is both well-founded
and risk-adverse.

Remember, you can always find additional insight, inspiration and examples of
best practices through the many resources offered on MarketingProfs.com.

Ann Handley
twitter.com/marketingprofs
Head of content at MarketingProfs, editor, social media, marketing,
great food, good wine, writer.

Shelley Ryan
twitter.com/shelleyryan
Den mother for MarketingProfs, Web seminar diva, copywriting
whiz, lazy blogger, fois gras foodie on a bacon budget. Amateur
designer, too.

Allen Weiss
twitter.com/allenweiss
CEO/Founder of MarketingProfs, marketing expertise, entrepreneur,
professor, meditation teacher.

MarketingProfs Wire
twitter.com/mprofswire
The Premium membership gang at MarketingProfs, updating follow-
ers on special content, news and offers.

©2009 MarketingProfs LLC • All rights reserved. 45


ABOUT THE AUTHOR
Kimberly Smith is a MarketingProfs Staff Writer. In addition to the Premium content she writes for
our site and weekly newsletter MarketingProfs Today, her portfolio consists of corporate marketing
and advertising collateral for diverse organizations and write-ups for select publications, including
The Robb Report Collection.

ABOUT MARKETINGPROFS
MarketingProfs is a rich and trusted resource that offers actionable know-how on marketing
applications of Facebook, Twitter and other social media tools along with coverage of traditional
marketing topics like lead generation and email marketing. The MarketingProfs team is committed
to helping you market products and services smarter. Entrepreneurs, small-business owners and
marketers in the world’s largest corporations make up our 350,000 members. Our library of online
seminars, our conferences, the discussion forum, special reports and more than 3,000 articles
deliver the tools, templates, and tactics you need to quickly turn even the toughest marketing
challenge into your own marketing success story.

©2009 MarketingProfs LLC • All rights reserved. 46


COMPANY INDEX
Need to quickly get information about a company? Here’s the Company Index to help you out.

Alterian ... 6
Cisco ... 29
Dell ... 3
Deloitte ... 5
Domino’s ... 39
Eastman Kodak ... 19, 24, 27, 32
Embarq ... 38
Fairfax County, Virginia (gov.) ... 28
Ford Motor Corporation ... 6, 14, 39
Gartner ... 18, 25
Hill and Knowlton ... 33
IBM ... 7, 12, 17, 19, 20, 22, 24
Intel ... 3, 20, 21, 25, 26, 27, 28
LiveWorld ... 20
Microsoft ... 23
Plaxo ... 21
SAS ... 40
Sun Microsystems ... 18, 23, 26
Washington Post, The ... 21

©2009 MarketingProfs LLC • All rights reserved. 47


RESOURCE INDEX
This list makes it easy to locate the tools you need for your social media program.

Addict-o-matic ... 35
BlogPulse ... 35
Collective Intellect ... 35
Complaints Board .... 35
Google Alerts ... 8
Google Analytics ... 11
Google Blog Search ... 8
Klout ... 11
Radian6 ... 35
SiteVolume ... 8
SocialMention ... 8
Socialcast ... 8
Technorati ... 35
Twinfluence ... 11
Twitalyzer ... 11
TwitterFriends ... 35
Twitter Search ... 8

©2009 MarketingProfs LLC • All rights reserved. 48